Viewers slammed This Morning for carrying out a microblading procedure live on air amid the coronavirus outbreak without taking proper precautions.
They pointed out there was no social distancing and the therapist was not wearing her protective mask correctly.
The segment saw a model having her 'top-up' microblading treatment, which saw a therapist cutting into the eyebrows with a small handheld blade, making them bleed.
Semi-permanent pigment was then painted on to the skin.
The procedure gives the impressive of fuller, thicker brows and is an alternative to permanent tattooing.
Holly Willoughby and Phillip Schofield were visibly horrified watching the gruesome treatment and viewers were left unimpressed as well.
Holly asked during the treatment: "So you're just scratching it in?"
"Yes you do bleed a bit, but Nikki [the model] can't feel anything", insisted the beautician, while Holly and Phil looked on, shocked.
"I didn't think it was going to bleed!" admitted Phil, while Holly added: "I mean you are literally cutting!"
Viewers took to Twitter to complain about the live beauty treatment.
"#ThisMorning that’s horrific!" wrote one viewer, while another added: "@thismorning is terrible, Phillip and Holly are too close, beauty tips cutting a woman live on TV today!"
Someone else wrote: "Shocking doing eyebrows, physical contact! People really need a reality check #CoronavirusOutbreak #ThisMorning #StayAtHome #appalling @thismorning."
Another ranted: "@thismorning absolute irresponsibility on show today. Microblading and no-one wearing masks even as a respect or precaution. Covering your chin doesn’t count. Close contact. Pathetic example."
"Woman doing the microblading on #ThisMorning doesn't even know how to wear a mask. Her nose wasn’t covered for half the procedure," one viewer pointed out.
Woman doing the microblading on #ThisMorning doesnt even know how to wear a mask. her nose wasn’t covered for half the procedure !!!
— Steve Howard (@stevesurrey1) March 16, 2020
@thismorning absolute irresponsibility on show today. Microblading and no one wearing masks even as a respect or precaution. Covering your chin doesn’t count. Close contact. Pathetic example.
— Kirsten Joan (@Kirsten143) March 16, 2020
@thismorning is terrible, Philip and holly are too close, beauty tips cutting a woman live on tv today
— richard parkes (@ftakeith) March 16, 2020
@thismorning this is not how you do #microblading I’m a Microblading artist & this was poorly executed the hygiene alone was awful with her hair hanging in the clients face, plus you don’t have that amount of blood! Her pressure was 2 hard for the clients skin
— Hannah Lacey (@HannieLacey) March 16, 2020
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